MBA 3rd sem

Commerce and Management

Department
Marketing of High Technology
product
MBA405
By: Mariyam Ahmed
ASSISTANT PROFESSOR
Department of MANAGEMENT
Kalinga University
Naya Raipur (C.G.), India.

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MARKETING OF HIGH TEECHNOLOGY PRODUCTS
MBA405
Course Objectives:
• The objective of this course is to develop an understanding about
paradigms appropriate to successful commercial activities in high
technology industries
• Course Outcomes:
• Realize the importance of performance management system in
enhancing employee performance.

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Text Book:
1. Decenzo, D. A., & Robbins, S. P. (2018). Fundamentals of Human
Resource Management India: Wiley.17th Ed.

Reference Books:
2. Pattanayak, B. (2018). Human Resource Management. Delhi.
Prentice hall of India.15th Ed.
3. Rastogi, S. Management of Human Resource. Sun India.

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Content (Unit – III)
1. Pricing decision
2. Pricing environment
3. 3Cs of pricing cost
4. Customer oriented pricing
5. Pricing of after- sale service
6. (pricing ) paradox
7. Internet on pricing decision
8. Pay per use versus subscription pricing
9. Price bundling
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BBA303, Human Resource Management 5
Unit – III

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 UNIT 3 LESSON PLAN BBA303

Lecture Number Topics to be Covered Slide Number

L1-L5 Performance appraisal – Nature and 7- 9

Objectives
L5-L7 Methods of Performance appraisal 10- 11
L8-L11 Potential appraisal & Employee counseling 12
L12-L13 13- 14
Job changes – Transfers and Promotions
L14- L15 HR audit 15

L16 Case Study 16- 17

L17 MCQ 18- 20

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 Pricing decision
Pricing is considered part of a company’s marketing strategy because it influences its relationship with
customers: When prices are fair and competitive, customers come back, increasing the profitability of
the business.

Pricing decisions can be simple or complex.

Simple pricing involves charging what competitors charge for similar goods and services. This strategy is
often used by retailers and wholesalers selling commodities. Companies that make simple pricing
decisions often try to increase sales by making small, competitive adjustments such as purchase
discounts, volume discounts and purchase allowances.
Complex pricing is based on the originality of a product or service and what customers are willing to
pay for it. This type of pricing is determined through negotiation with the customer and is common for
custom furniture, artworks and consulting services.
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 pricing environment
Price environments are either market-controlled,
company-controlled or government controlled. A
market-controlled environment shows a higher level of
competition with similar products and little price control
by individual companies

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 3C’s of pricing
Customer:
Who is your customer? Have you done your market research to determine how much they
would be willing to pay for your product or service? Which customers do you want to attract? Is
your product or service aimed at a smaller group of customers willing to pay a higher price for
a premium offering? Or does it have mass appeal? In which case you might be looking more at
budget pricing.
Competition:
You need to analyse your their pricing structure.competitio; and Because you can bet your
bottom dollar that's exactly what your potential customers will be doing. That's not to say you
should always price match; indeed this can be a risky policy for small businesses as
competitive pricing results in a narrower profit margin, making your business vulnerable if
costs rise. As a smaller business think about value pricing, what are you offering that your
competitors are not?
 

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customer orientation strategy
• Customer orientation is a business
approach that puts the needs of the
customer over the needs of the
business. Customer-oriented companies
understand that the business won't thrive
unless it consistently improves customer
focus. It's a way of thinking that aligns your
business goals with your customers’
goals.
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 pricing of after sale service
People inherently understand the value of
good after-sales service. Who can forget a trip
to Disney or a stay at a world class hotel – their
first truly outstanding experience where customer
service went above and beyond? But who also
remembers a truly bad service experience – whether
it was heard from a friend or seen as a viral
internet joke? The adage still holds true: one
bad customer experience can negate the
value of ten good experiences.

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 Pricing paradox
A paradox is a perception that many may classify as being contradictory or
absurd. If a statement is false it true, and if a statement is true it has to in turn be
false. For an example; No one frequents that restaurant because it is always busy.
This sentence is a paradox because if no one frequent the said restaurant how
can it always be busy? The pricing paradox belief is when you lower the price,
more people will buy your service or product.

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 additional pricing consideration
Your business likely understands who its competitors are and what they
charge consumers. Pricing policies heavily consider competition with other
firms in the market. Profit goals: You might choose a pricing policy to meet
a specific profit goal for your company.

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 Outright sale
Outright Sale means the outright sale of an Exchange Unit or Loan Unit by DAI to the
Customer at the price specified in the corresponding quote, Exchange Agreement or
Loan Agreement; “Order” means (i) any order submitted by the Customer for a Sale
and/ or Repair or (ii) a loan or exchange order, in DAI’s standard format, submitted by
the Customer to DAI; “Parts” means any aircraft component parts specified in an
Order; “Repair” means any repair, overhaul, inspection, modification and/ or testing
arranged by DAI on behalf of the Customer and “Repaired” shall be understood
accordingly; “Sale” means the outright sale of a Part by DAI to the Customer and
“Sold” shall be understood accordingly; “Serviceable” means a part that meets all OEM
and aviation authority specified standards for airworthiness, including in relation to its
storage, and has no known defects, which would render it unfit for service; “Units”
means, together, Exchange Units and Off Units; “Unserviceable” means not
Serviceable.

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 Licensing restrictions
Licensing Restrictions means, collectively, the Platform and the
Documentation; means any restrictions pertaining to use of the Licensed
Materials, including the maximum usage of the Licensed Materials (e.g.,
number of users, daily volume of data processed, number of accounts etc.)
that is permitted under the type of licence included in the applicable Order
Form; "Purchased Platform" does not have the relevant licence or licence
key; or (b) has not paid any applicable charges, for such materials or for
any other reason; means the Platform that can be licensed to Customer
under a separate agreement to be agreed between Gospel and the
Customer; "Maintenance Release" means a release of the Platform which
corrects faults, adds functionality or otherwise amends or upgrades the
Platform, but which does not constitute a New Version;
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 Subscription Vs Pay-Per-Use Model
The subscription model deals with the recurring revenue growth in which a customer pays a set
subscription fee after a pre-defined interval usually on monthly basis to access the subscribed
product or service for a specific length of the period.
In contrast, the Pay-Per-Use model involves usage- or consumption-based billing. This model
revolves around the metered charging of the
customers. They pay only for what they have
used or for how long they have used

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 What is a price bundling?
Bundle pricing is a business strategy where companies group several products together into a
bundle and sell them at a single price, rather than attribute individual prices to each item.

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 channel consideration
Proper channels should be selected at minimum cost considering the nature, size and condition of the products. While selecting channel, different factors may
affect. So, strategy should be made paying attention to such factors. The task of selecting

proper distribution channel is also very difficult.

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What are hybrid channels
• Hybrid channels are a mix of direct and indirect channels.
In this model, the manufacturer has a partnership with
intermediaries, but it still takes control when it comes to
contact with customers. One example is brands that promote
products online but don't deliver them directly to customers.

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What are the things to consider when choosing
distribution channels?
• When selecting the right combination of channels for the sales
and distribution of products and services, international trade
practitioners consider several factors.
• Target market buying behaviours. ...
• Product and service characteristics. ...
• Market location. ...
• Competition. ...
• Local business practices. ...
• Legislation. ...
• Market coverage.
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 Gray market
• A gray market is an unofficial market for financial securities. Gray
(or “grey”) market trading generally occurs when a stock that has
been suspended from trades off the market, or when new
securities are bought and sold before official trading begins. The
gray market enables the issuer and underwriters to gauge demand
for a new offering because it is a “when issued” market (i.e., it
trades securities that will be offered in the very near future). The
gray market is an unofficial one but is not illegal.

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 Black market
• A black market is an economic activity that takes place outside
government-sanctioned channels. Illegal market transactions
usually occur “under the table” to let participants avoid
government price controls or taxes. The goods and services offered
in a black market can be illegal, meaning their purchase and sale
are prohibited by law, or they can be legal but transacted to avoid
taxes.

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Managing supply chain management
• Supply chain management is
the management of the flow of
goods and services and
includes all processes that
transform raw materials into
final products. It involves the
active streamlining of a
business's supply-side activities
to maximize customer value and
gain a competitive advantage in
the marketplace.

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 Green supply chain
• the green supply chain concept occurs to mitigate
environmental degradations and
control air, water and waste pollution
through the adoption of green
practices in business operations.

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 Indirect distribution

• Indirect distribution allows you to: 

share shipping and storage costs.
make it easier for customers to find
your products. benefit from your
third-party's experience,
infrastructure and salesforce.

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 Evolution of channels
• Channels of distribution become more
complex as an economy evolves due to
increased separation between buyers and
sellers, a greater division of labor and an
increased specialization of economic activity
accompanied by increasingly differentiated
buyer wants.

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